Game 3 Remains... Chicken Restaurants Fully Prepared for Expected Surge in Orders

bhc Increases Servers to Accommodate Simultaneous App Users... BBQ Expands App Servers
National Team Matches Boost Sales Over 100%... World Cup Effect 'Significant'

Original Chicken of Kyochon Chicken. Photo by Kyochon F&B

[Asia Economy Reporter Moon Hyewon] These days, the saying "Chicken goes with soccer" feels very true. The chicken industry is greatly benefiting from the 2022 Qatar World Cup boom. With Korea's third World Cup qualifier match against Portugal scheduled at midnight on the 3rd, a surge in chicken orders is expected, prompting not only headquarters but also franchise stores to make thorough preparations.

According to the chicken industry on the 2nd, bhc Chicken recently increased its server capacity to accommodate up to three times the number of simultaneous users on its application (app).

BBQ also expanded its app servers and deployed specialized personnel to manage the servers in case of emergencies. Considering that food orders increased by up to 300% compared to usual during the first and second matches, they also maximized pre-order quantities.

Each franchise owner is mobilizing not only employees but also family, relatives, and acquaintances, and is making self-help measures such as frying chicken early on the match day.

Franchise owner A, who runs a chicken franchise store in Eunpyeong-gu, Seoul, said, "During the first and second matches, orders flooded in so much that we could barely handle them by mobilizing not only my college-aged son and daughter but also my nephew. They will also help during the third match. Although it’s busy and hectic, sales are rising thanks to the World Cup, so the unspeakable hardships during the economic downturn feel like they are washed away. I hope it stays like this these days," she said with a smile.

Earlier, the three major chicken franchises enjoyed a significant World Cup boom as sales more than doubled on the 28th of last month, when the match against Ghana took place. At that time, bhc Chicken’s franchise store sales increased by 297% compared to the same day of the previous month and by 312% compared to the same day of the previous week. BBQ’s sales rose 220% compared to the previous month and surged 190% compared to the previous week. Kyochon Chicken’s sales increased by 150% compared to the previous week and 160% compared to the previous month. Sales on the 24th of last month, when the match against Uruguay was held, also rose 110% compared to the previous week and 140% compared to the previous month, but these figures were surpassed.

This match is held at midnight transitioning from Friday evening to the weekend, and since the outside temperature is below freezing, the industry expects an increase in so-called ‘home viewers’ who order delivery at home.

A chicken company official said, “Since the match is on a weekend and late at night, chicken, which is good for a late-night snack, is expected to sell well. Especially as the weather gets colder, more people are expected to order delivery indoors, so each store is making thorough preparations such as stocking up inventory and ensuring servers do not slow down.”